Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 4CHAPTER 4

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What are...What are...

Standards followed in relationships with others.Standards followed in relationships with others.

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INTEGRITY

FAIRNESS

HO

NES

TYVIR

TUEETHICS

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FOOD FOR THOUGHT…FOOD FOR THOUGHT…

“…“…the golden mean of moral virtue.”the golden mean of moral virtue.”~ ~ AristotleAristotle

“…“…the maxim which you will to become the maxim which you will to become universal law.”universal law.” ~ ~ KantKant

“…“…the greatest happiness for the greatest the greatest happiness for the greatest number.”number.” ~ ~ MillMill

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ublic ublic

elations elations

ociety of ociety of

mericamerica

Code ofProfessional Standards

Practitioners must be scrupulously honest and trustworthy, acting at all times in the public interest.

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The Public Relations Society of America The Public Relations Society of America Code of StandardsCode of Standards

&&

The International Association of Business The International Association of Business Communicators Code of StandardsCommunicators Code of Standards

that that HONESTYHONESTY and and FAIRNESSFAIRNESS lie lie at the heart of public relations practice.at the heart of public relations practice.

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MERLIN SAYS…MERLIN SAYS…

A A KICKBACKKICKBACK maybe:maybe:

CashCash

GiftsGifts

Donations to your Donations to your favorite charityfavorite charity

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What is the purpose of Corporate What is the purpose of Corporate Codes of Conduct?Codes of Conduct?

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1.1. To increase public confidenceTo increase public confidence

2.2. To reduce regulationTo reduce regulation

3.3. To improve internal operationsTo improve internal operations

4.4. To respond to transgressionsTo respond to transgressions

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Corporate Social ResponsibilityCorporate Social ResponsibilityLet’s DiscussLet’s Discuss

Product Lines:Product Lines:

Quick processed foodsQuick processed foods

Gun issues, especially assault weaponsGun issues, especially assault weapons

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Corporate Social ResponsibilityCorporate Social ResponsibilityLet’s DiscussLet’s Discuss

Marketing Practices:Marketing Practices:

Product dumpingProduct dumping

Planned obsolescencePlanned obsolescence

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Corporate Social ResponsibilityCorporate Social ResponsibilityLet’s DiscussLet’s Discuss

Corporate Philanthropy:Corporate Philanthropy:

Political donationsPolitical donations

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Corporate Social ResponsibilityCorporate Social ResponsibilityLet’s DiscussLet’s Discuss

Environmental Activities:Environmental Activities:

Pollution permitsPollution permits

Green beltsGreen belts

Tax breaksTax breaks

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Corporate Social ResponsibilityCorporate Social ResponsibilityLet’s DiscussLet’s Discuss

External Relations:External Relations:

SuppliersSuppliers

CompetitorsCompetitors

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Corporate Social ResponsibilityCorporate Social ResponsibilityLet’s DiscussLet’s Discuss

Employee Safety & Health:Employee Safety & Health:

Hearing loss issuesHearing loss issues

Workers Compensation claimsWorkers Compensation claims

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How did Dick Morris How did Dick Morris violate governmental violate governmental

ethics?ethics?

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Ethics in JournalismEthics in JournalismLet’s DiscussLet’s Discuss

The Society of Professional JournalistsThe Society of Professional Journalists says:says:

1.1. Journalists should always respect people’s Journalists should always respect people’s dignity, privacy, and rights.dignity, privacy, and rights.

2.2. Media should give the accused a chance to Media should give the accused a chance to reply.reply.

3.3. News media must guard a person’s right to News media must guard a person’s right to privacy.privacy.

4.4. News media should not pander to the public.News media should not pander to the public.

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Frequent Frequent VIOLATIONSVIOLATIONS of the Public of the Public Relations Society of America’s Code of Relations Society of America’s Code of Professional Standards…Professional Standards…

1st most cited violation:1st most cited violation:

Dealing fairly with clients, employers, and fellow practitionersDealing fairly with clients, employers, and fellow practitioners

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Frequent Frequent VIOLATIONSVIOLATIONS of the Public of the Public Relations Society of America’s Code of Relations Society of America’s Code of Professional Standards…Professional Standards…

2nd most cited violation:2nd most cited violation:

Adhering to truth, accuracy, and good tasteAdhering to truth, accuracy, and good taste

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Frequent Frequent VIOLATIONSVIOLATIONS of the Public of the Public Relations Society of America’s Code of Relations Society of America’s Code of Professional Standards…Professional Standards…

3rd most cited violation:3rd most cited violation:

Conducting professional life in accord with the public interestConducting professional life in accord with the public interest

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Frequent Frequent VIOLATIONSVIOLATIONS of the Public of the Public Relations Society of America’s Code of Relations Society of America’s Code of Professional Standards…Professional Standards…

4th most cited violation:4th most cited violation:

Intentionally communicating false or misleading informationIntentionally communicating false or misleading information

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Frequent Frequent VIOLATIONSVIOLATIONS of the Public of the Public Relations Society of America’s Code of Relations Society of America’s Code of Professional Standards…Professional Standards…

5th most cited violation:5th most cited violation:

Corrupting the channels of communication or the processes of government

Corrupting the channels of communication or the processes of government

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What are special ethical issues in What are special ethical issues in CyberspaceCyberspace

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PrivacyPrivacy

Information AccuracyInformation Accuracy

Access to InformationAccess to Information

Intellectual Property Rights Intellectual Property Rights

Can you think of more?Can you think of more?